Kraft Mac & Cheese is jumping on the trend of high demand for fiber and protein among consumers.
The iconic Kraft Heinz brand has introduced PowerMac, featuring 17 grams of protein and 6 grams of fiber. The development of PowerMac’s protein- and fiber-enriched noodles took nearly a year, ensuring they maintain the creamy cheese taste that fans love.
The new mac and cheese options offer double the protein and six times more fiber per serving compared to the original, with regular and white cheddar varieties currently available. More formats are expected to follow later this year.
Ashleigh Edmonds, senior director of marketing for Kraft Mac & Cheese, expressed excitement about the launch of PowerMac, stating, “PowerMac provides the functional benefits consumers desire, surpassing similar products in taste and value that only Kraft Mac & Cheese can deliver.”
With over half of consumers seeking to increase their protein and fiber intake, Kraft Heinz aims to cater to this demand with its PowerMac offering. While healthier alternatives are growing in popularity, Kraft Heinz believes its brand recognition and competitive pricing can help bridge the gap and attract more shoppers.
Protein and fiber are becoming key focus areas for food companies as consumers prioritize health and seek less processed options. Brands like Chobani, General Mills’ Cheerios, and Danone’s Silk have all incorporated more protein into their products to meet changing consumer preferences.
One challenge for products with added protein or fiber is maintaining the taste and texture of the original product. Kraft Heinz assures customers that PowerMac offers the same taste and experience as their regular mac and cheese, despite the added nutrients.
PowerMac is part of Kraft Heinz’s efforts to align with evolving consumer trends and revive growth within the company. The new CEO, Steve Cahillane, has put plans to split the company on hold, emphasizing the potential for improvement through marketing, research, and development.